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Title: The Goat Manuscript - A critical discourse analysis about a special goat

Author: Adam Larsson and David Alin

Supervisor: Ylva Habel

Subject: Media and communication studies

Purpose: The purpose of this study has been to investigate Aftonbladets news reporting regarding the Gävle Christmas goat between 1996, 2001, 2005, 2009 and 2016.

Theoretical points of departure: The study is based on theories regarding news evalu-ation.

Objectives and focus: The study has the following questions:In what ways may Lotten Gustafsson Reinius concept "tradition manuscript" have relevance to Aftonbladets news reporting on the Gävle Christmas goat?Has Aftonbladets journalism about the Gävle goat changed in a discoursively way?Is it possible to identify specific discursive patterns in the texts?

Method: In order to answer the survey's questions, critical discourse analyzes according to Theu Van Dijk´s method have been conducted. The analyzes have mapped the news texts micro disciplinary- and macro-courses.

Material: The study material consists of 14 articles from Aftonbladet published in pa-per form and digital edition from 1996, 2001, 2005, 2009 and 2016.

Result: Aftonbladets reporting regarding the Gävle Christmas goat has changed over the last 20 years, where journalists uses a more neutral position in the news reporting. The research proves that more people who represent different organizations gets to speak about the accidents. The way journalists refer to the goat has changed and the way me-dia refer to the perpetrator has changed.

This study is a qualitative film analysis focusing on the main character Saga Norén in the popular tv series Bron, based on the male and female gaze. The essay highlights the topic of how a woman is expected to behave based on the prevailing gender roles, but also how she is perceived by others. The construction of gender and gender roles is a constantly relevant research topic, where the media's power to influence the audience plays an important role.

The study is based on gender theories that relate to stereotypes, as well as the male gaze. For the analysis part of the study, an analysis tool was created based on Selby and Cowdery's three-stage model and mise-en-scène, using these theories as a foundation.

The scenes selected for the analysis were sorted into four various categories based on recurring patterns. Each category was summarized in a short section, to be discussed in the final section.

The result of the study shows that Saga Norén departs from how the stereotype female character is expected to behave. Her way of appearing, and the deviant behavior pattern also contributes to her not being perceived to exist in a position to please.

Colombia is a country with a most controversial reputation, carrying associations of drugs, violence and terrorism. In 2016, following 52 years of civil war and violence Colombia finally found itself in a state of peace, since the government and one of the largest and most active guerrilla groups of all times FARC-EP agreed to lay down arms.Two and a half years later there are still many of us that associate Colombia with all these negative factors that are tied to its history. In this study I will be looking into how Colombia have been portrayed in Swedish media since the signing of the peace-agreement. I have also created a survey in an attempt to find out how people in a small Northern- European country like Sweden think of this diverse place on earth.

In my qualitative study, I examined textual analyses, interviews and reception analysis of how women and men are portrayed in advertising. By doing this triangulation, I have been able to highlight the research questions from different angles and therefore gotten a clearer general picture. The purpose of the essay is to increase understanding of whether and how, women and men are gender stereotyped in advertising and how they reason about this. I have also examined whether it is possible to distinguish patterns or themes, in how women and men reason if the gender-stereotyped is of the opposite sex.

In order to analyse the research questions, the essay takes off in the assessments of notified advertisings made by industry's self-regulation regarding advertising and marketing communications, Reklamombudsmannen and Reklamombudsmannens opinionsnämnd.

The survey shows that both women and men are good at perceiving gender stereotyping and the making of gender, in advertising. One of the selected advertisements was not convicted by Reklamombudsmannens opinionsnämnd, but both me and informants could identify gender stereotypes and gender markers in it. All informants expressed themselves to perceive gender stereotypes regarding both women and men, in the, for the essay chosen, advertisements. The analysis also shows that the individual itself, seems to be more important for how and if the informants reason about gender stereotyping, than their sex.

According to the IPCC sea levels can rise by up to one meter in the next century and maybe even more depending on both individual lifestyle choices and policy making on a societal level. An episode from the Swedish Rafio P3's podcast series, P3 Dystopia, has been investigated as a communication effort to spread knoowledge about the climate issue and its consequences. The episode chosen for this study deals with the sea level rise and its threat on civilizations across the globe. The podcast is part of the Swedish public serive campaign prior to the election to parliament in September of 2018. Because of this, the episode has been examined using classical rhetorical theories to identify what strategies it utilizes to promote sustainable behavior. One of the key purposes of this study is to investigate how the producers describe and dramatize the sea level rise and its aftermath. Due to this the episode was examined through a storytelling perspective considering what basic story design structures it uses.

This study is based on research on risk communication about climate change and how they should be communicated to achieve the best possible effect. The research considers emotion regulation straetgies as the missing link in effective communication about climate change. Since early 21st century most of the research conducted on this area has been focused on using fear as a motivator for behavioral change, but in recent years some scientists say that fear is not enough. This study aims to investigate what sort of emotions the podcast episode uses to capture and influence its listeners and in what way these emotions are conveyed.

This essay discusses how parents perceive Babblarna as a toy and as a pedagogic instrumentation, Babblarna is children’s media aimed towards children however it’s bought by their parents that are persuaded by it for different reasons. One receptions analysis with interviews and a field research with blogs and forums was done. The results of it were then analyzed with the deconstruction theory and with Kim Schröder’s evaluation implentetion theory as a point of departure. This was then interpreted with the definition of what parenthood is. The conclusion is that parents perceived the term pedagogic after their own interpretation and that Babblarna was regarded as positive after how their children reacted. In the end can the reasoning be interpreted like a struggle between the child’s happiness and the reason of parenthood.

What does a communicator do? That's a question that's not too unusual for those who doesn't work like one to ask when a communicator present their profession. That's why following case study with qualitative interviews examines how a public administration in Växjö kommun perceives the profession. With four focus groups with different professions tries with the author to describe the concept of being a communicator and what communication means to the organization.

It showed in the result that a communicator most parts work in the background. That a communicator is a "ghostwriter" if so prefers. The one who works as a communicator has a mission to be there for the whole organization to help the coworkers and the manager with the communication problems and challenges they may have. They help the organization and then become the lubricant to the cogwheels which may be similar to an organization.

It's not just the organization that the communicator is supposed to be available for. They should also serve the audience that the organization may have. In this case the citizens of the county.

The result showed that trust can be built up with the help of communication. Both internal and external. The responsible for the issue would stand up for himself. The communicator could help the responsible one with the communication but not the one to send out the message.

Genital mutilation is a practice that mainly occurs in about thirty African countries and in several countries in the Middle East and Asia. The topic has become more relevant in Sweden due to the increased migration. Most of the Swedish population sees genital mutilation as an alien phenomenon according to a report from the Swedish National Center for Protection of Women. The mass media often tend to be the main source of information when issues are difficult for ordinary citizens to experience. The purpose of the study was to find out how the issue is conveyed in the Swedish newspaper media.

I have analyzed articles on genital mutilation in five Swedish news magazines during the period November 30, 2014 - November 30, in 2016 using critical discourse analysis as method.

Several recurring themes have appeared in the material such as frequent indications that the practice is maintained in Sweden. The analysis reveals a general view of the procedure as an abuse and a violation of human rights in the discourse. In more than a quarter of the articles there are girls and women with personal experience of the procedure who speak out about the practice. But it is mostly representatives of social institutions that define the problem and presents proposals for action in the articles.

The discourse theory, the agenda-setting theory and framing theory has been the theoretical basis for the study.

HIV and AIDS is recognised as not only a global public health problem, but also as a problem that is embedded in and influenced by cultural, social and economic factors. Conventional public health preventive interventions and awareness campaigns, focusing on improved knowledge and individual behavior change, have largely failed to reduce the transmission of HIV. This observation has required national and international health authorities as well as NGO´s in particularly affected areas, such as South Africa, to revisit how they communicate relevant, consistent and correct information about HIV and AIDS. Due to this global crisis, practitioners and theorists need to rethink about the creative application of communication strategies. Communication serves as a means to discuss health problems, and specific determinants of health with a final goal of “translation of science into practice” (Parvanta, 2011:84). One of the most promising communication approaches to address HIV and AIDS, and in South Africa more specifically, has been Entertainment Education (EE), a creative and engaging communication strategy used to bring about behavioural and social change mainly addressing development and health issues. EE, as a strategy, acknowledges that HIV and AIDS interventions must integrate both cultural and structural (social change) concerns. Yet, ambiguity surrounding how to design and implement culturally appropriate projects has made it more difficult to develop programmes in this manner. This study revisits perceptions of EE from a global audience perspective, using a South African developed EE television series, Intersexions, as a case study. The overall objective of the study is to explore what these perceptions can tell us about the application of EE in various countries and socio-economic and cultural contexts. Young people from Universities in Malaysia, South Africa, United Kingdom, United States, , the Netherlands and Sweden, between the age of 18-25 participated in focus group discussions after the screening of two episodes of Intersexions. The data collected from various countries offers empirical motives, using a mixed methods approach to revisit how we define EE, and how EE in practice can inform further theoretical developments in the field. The research employs an interpretivist approach and takes the form of a reception analysis of participant responses to the Intersexions episodes, and particularly from the media-culturalist perspective and media-materialist approach.

24. #Metoo har förändrat Sverige

Göthe-Lorenz, Helene

et al.

University of Gävle, Faculty of Education and Business Studies, Department of Humanities, Media and communication studies.

Hugg, Elin

University of Gävle, Faculty of Education and Business Studies, Department of Humanities, Media and communication studies.

During the last two decades, film support, film policy and the public financing of audiovisual production in Scandinavia and particularly Sweden have undergone extensive change. These transformations may be seen as responses to globalisation, to increased sub-national regional independence as well as to the emergence of ideas related to the nurturing of the âcreative industriesâ. They may also be seen to be a consequence of the increasing permeability of the borders of European nation-states. This article traces a history of film policy in a geographically marginal part of Europe that has been characterised by a range of tensions as a result of competing definitions of film as art and commerce. These tensions are traced back to the 1960s when film support were first introduced and the first seeds of conflict – still discernible in the present situation – were planted.

Sexual harassment due to gender is something that is frequent and the #metoo-movement that has its roots in USA is an excellent example for that. The hashtag metoo spread through out the world in a rapid pace. Thousands of women merged, and formed their own hashtags to acknowledge sexual harassment due to gender in their specific workplace. For a long period of time the woman has been seen as the weaker gender and have not had the same rights as men, either in society or over themselves. The time has passed and with it laws have been established that seeks to a more equal society, and laws against sexual harassment due to gender is also a fact.

This study affects the #metoo-movement and the news reporting around it, the empirical material is a qualitative comparative study between a Swedish and Norwegian newspaper. The purpose of the study is to see if the news reporting regarding the #metoo is different compared between the two countries, and if so in what way. Furthermore, a qualitative descriptive analysis method has been implemented on eight articles were four is from Dagens Nyheter in Sweden and four articles are from Aftenposten from Norway. The articles have been paired together in four different themes, and then objected to each other. In the study the articles are depth analyzed in aspect for their difference how they are producing #metoo and furthermore equality, sexual harassment and the connection to social media.

In the result, it can be seen that there is a certain difference between the news report on #metoo between Dagens Nyheter in Sweden and Aftenposten in Norway. The articles from Dagens Nyheter often leave the reader with unanswered questions whilst the ones from Aftenposten often answer the questions the reader initially gets. The articles from Aftenposten has more focus on Sweden and other countries compared to the articles from Dagens Nyheter

This study is a Foucaultdian discourse analysis of the Facebook group Journalistbubblan that aims to examine what the members of the group regards as good journalism. A certain focus was laid on researching the use of systems of exclusion. A theoretical perspective of Foucaults theories about discourses as a system of control together with guidelines and rules of the press is applied. The results show that good journalism as seen by the members of the group requires a political identity and more often than not a left-wing identity to be seen as positive. It also shows that straying from the path of the stipulated publishing rules can be defended by having a certain political view.

The news agency of the future is a qualitative study of the current situation and future of the printed newspaper. The material in the study is based on interviews and a content analysis of Sweden’s Media investigation. The questions that this study answers is how the future looks like the printed newspaper and who will write our news. Today, the situation is challenging for the media groups that have printed papers. The printed newspapers subscribers are mainly aged 45-79 years. The informants of this study consider the paper magazine's future to be pessimistic. It is difficult to make the product attractive when the price rises for each year and the living habits change. Media groups are currently working on digital transformation. At the same time, there is a high demand for qualitative journalism. In times when anyone has the opportunity to practice journalistic work, readers want to be able to trust qualitative journalism. By offering it at great prices and flexible subscriptions, both in paper and digital options, the informants believe readers want to subscribe to news even in the future.

Background: In the age group 16-25 years, the internet is the strongest source of information. This age group is also the main users of social media. Social media can have a lot of positive effects. But studies have also shown that the use of some social media may have negative health results for young adults.Purpose: The purpose of the paper is to study the reflections, thoughts and experiences of young adults about social media and its use. The ages studied in this study are 15-30 years.Design and method: The study was conducted via a quantitative cross-sectional study using surveys via Facebook, the questionnaire was designed with 16 questions about how young adults use social media, why and how much. The survey was on Facebook for three days and generated a total of 142 responses.

Result: The results of the survey showed that all but one used social media. Almost twice as many women as men have answered the questionnaire. The vast majority use social media about one to four hours a day. But they also evoke attitudes and experiences around social media.

Conclusion: Many young adults use social media several times a day, where they constantly share other people's values ​​and norms. Social media affects young adults in different ways and to varying degrees. Most people are positively or negatively affected or even both, and yet most of them use social media anyway. However, this study does not answer why or in what way social media affects us because it was not the purpose of the study to investigate this.

Crisis management today has expanded as to social media’s origination, bringing both opportunities and threats. The opportunities available are that it is easier than ever to interact with a large audience and to create seamless relations. However, threats can arise as it creates a rapid dissemination of information which can harm an organization. Moreover false statements being spread out about a company may cause dissatisfaction, additionally rumours can very fast become the truth that cause damage to the company/brand or the organisation.

The purpose of this case study is to get a better insight into how three municipalities use their crisis communication with today's communication technology at hand. Communication technology will be defined in this study as social media, and more specifically Facebook. The three municipalities that have been investigated are Gävle, Lidingö and Motala municipality. The theoretical issues this paper is focusing on are crisis communication and strategic communication. Research within other areas is taken into account, as it is relevant for this study and its purpose.

The empirical examination consists of a case study of how the three municipalities use their crisis communication. The methods used in this study are a quantitative content analysis of the three municipalities’ Facebook submissions regarding water leaks and a qualitative interview with the person being responsible for each municipality’s communication.

The study found that the municipalities want to develop and use more of Facebook as a communication channel in crisis situations to reach residents of the municipality.

The newspaper press is in a state of flux, reflecting both technological, cultural, economic and political changes. The digitization of the media is expected to bring about major changes in the media landscape and many are predicting the demise of the traditional newspaper.

However, the media landscape has always been in transition and the press has always had to adapt to new competing media as well as new economic circumstances. The focus of this study is on the meaning production of newspapers and the overarching question is how, at different times, newspapers have marketed their products, communicated their identities and legitimated their privileges.

The purpose of this dissertation is to investigate the self-images of local newspapers in a historical perspective. It contributes to the study of the media history of the press by investigating how four local newspapers in the county of Gävleborg in Sweden have formulated and communicated their self-images over time. Self-image is defined broadly and contains different meanings of, and aspects on, the concept of newspaper. A common feature of the texts included in the empirical material of this study is that they, in different ways, describe what the newspaper is, what it does, how and/or why.

The period studied comprises ninety years, from 1920 and the time of the modernisation of the Swedish press after the First World War, until 2010 and the changing media landscape of today. The overarching questions for this study are: (1) What aspects of newspaper (institution or individual newspaper, opinion making or news reporting, the organisation or the audience) have been emphasised in the meaning production at different times? (2) What differences and similarities are there between the different newspapers regarding the self-images? (3) How have the self-images changed over time?

The study concludes with a historical periodisation covering the most important changes in the self-images. The period studied is divided into four sub-periods in which different aspects of newspaper have been prominent in the self-images: (1) Mobilization (1920-1945). The newspapers are described primarily as a means of political mobilization and the medium is understood as a political tool or weapon. (2) News reporting(1935-1965). The newspapers (and their supporting technologies, especially the teleprinter) are characterised as a fast and technologically sophisticated media between the readers and the world beyond the local. (3) Critique (1965-1995). The local newspapers portray themselves as scrutinizers of the local governments and others in power. (4) Construction(1995-2010). The newspapers start to describe themselves as constructors and maintainers of local communities and identities. In a globalized and boundless world, the local newspapers provide their readers with a sense of place and community.

The overall conclusion of this dissertation is that the self-images of the local press has undergone significant changes in the period studied. What the press – according to itself – is, what it does, how and why, and to whom, are questions that have received very different answers at various moments in history.

36. Rankningar och medialiseringen av universitetet

Hyvönen, Mats

University of Gävle, Faculty of Education and Business Studies, Department of Humanities, Media and communication studies.

This chapter examines how the concept of innovation is used to transfer funding from teaching and research to industry and transform the concept of the social to the concept of the economic, through an examination of one Swedish Research Council, the Knowledge Foundation. In its most ambitious scheme to date, the funding of so-called KF Research Centres, the aim is to support the integration of research and teaching at regional colleges with regional industries and individual companies. The interests of major actors in business and industry are systematically described as the interests of “society” or “the region”. College teachers and scholars, especially in the social sciences and the humanities, are pressured to produce educational programmes and research that are considered desirable for these actors or see their disciplines disappear. In short, they must choose between economic or professional bankruptcy.

Around 1960, the politics of the emerging media society in Sweden tended to fixate the formative functions of mass communication. The monopoly of public service broadcast media, press subsidies and new tendencies in film policy were some of the issues around which uncertainty prevailed. New methods to provide reliable data were sought by politicians, since empirical facts were required as arguments for an updated media policy. This article examines the different ways that the field of media studies was introduced in Sweden between 1960 and 1980. We argue that Swedish academic media studies departed from, and emerged within, a rather diffuse borderland between industry, politics and academia. The formation of national media research in Sweden can partly be seen as an effect of politicians and the media industry wanting to be better informed on issues such as media influence, media ownership and the habits and composition of the media audience.

The making of filter bubbles occurs every time we use social media, although for a lotof people it's still a relatively unknown process. This paper analyzes young people'shabits on social media, if they feel restricted, their knowledge about filter bubbles andtheir connections to restrictions through personalization, and democracy. In this paperwe have sampled men and women between the ages of 18 and 28. After conducting 15individual interviews, we've come to the conclusion that young users feel restricted onsocial media and that they think it could be a problem. Many users considered filterbubbles to be a possible threat to democracy. We've also found that the knowledgeabout filter bubbles among the interviewees is lacking, though not non-existent. Despitethese findings, users are not very interested in changing their habits to combat digitalisolation and polarization, even though many admitted that it would be beneficial tothem. The consequences of continuing restriction is both isolation and polarization. Thiscould lead to a more rancorous political climate and a diminishing tolerance of thingsand people who are different from us.

This paper reviews election films of Swedish political parties to analyze whether their meansof conviction takes a form of storytelling rather than factual. The election films that are objectsfor the analysis are those of Socialdemokraterna (Social Democratic Party), Moderaterna(Moderates), Sverigedemokraterna (Sweden Democrats) and Miljöpartiet (Green Party) from2014 as well as from 2018. The analysis departs from a qualitative textual analysis and usesdevices of rhetorical, semiotic and most of all narrative to elucidate the means of convictionthat are found on a multi mediated level. Through a clarifying of discourse for the electionyears of 2014 and 2018 a course of change can be identified in the election films relation to itstime. This analysis is done within the theoretical field of political communication.This study asks: (1) how does political parties in Sweden use storytelling in their electionfilms and (2) what means of conviction are used in the election films? and (3) what change canbe seen in the election films between 2014 and 2018 and (4) does the contextual setting affectthe political communication of the political parties from 2014 to 2018? From this frame ofquestioning these election films are analyzed by their use of language with rhetorical devices,their use of visual communication with semiotic devices and by applying narrative devices theiruse of storytelling with the means of simplifying, refining and further their conviction.The results of this analysis show how the election films notably use the sense of threatand hope and also a specific image of Sweden that the parties want to present is central to thenarrative that plays out. It can also be said that the films all notably change their communicationfrom 2014 to 2018. The election films from 2018 is longer and does have a harshercommutative tone, specifically in the form of negative campaigning, the use of propaganda,and a more notable separation of right and wrong. This paper gives a first glimpse of howSwedish political communication prefer storytelling before factual means as well as howcontextual settings change the form of Swedish political communication.

This study examines how communication officers work with strategic communication within the highest tier of the Swedish ice hockey league (SHL). We look into the communicator’s role within the organization. This essay also focuses on social media and how the communicators work with the opportunities that social media brings to the clubs. The purpose of the essay is therefore to examine how the communicators work with strategic communication and to create an understanding of the communicator’s role within the organization. To reach a result we conducted qualitative interviews with communicators who are employed by the different clubs that made up the SHL during the season 2016-2017. All communicators who were interviewed all had in common that they were responsible for their clubs social media use. Results show that the communicators work with social media strategically to improve their trademark. These strategies are divided between different social mediums to reach different target groups. Another finding showed that communicators expressed a desire to have more people employed working with communication. This would give the communicators the opportunity to focus on fewer mediums which would result in better communication and a higher quality of the material that is produced.

The aim of this study is to analyze stereotypes in the ICA commercials during the period of 2014 and 2018. How are the characters represented from an intersectional perspective and how are they represented from a stereotyped perspective? Has there been any changes or developments between these years?

The used methods are an image analysis and text analysis from a semiotic perspective. Earlier studies have shown that men have more dominant roles than women in commercials. It is also shown that most women are under 30 years old, while men are older.

The results of this study show that this is still accurate today and there hasn’t been any big changes. The men in the ICA commercials have dominated roles and are older than the women who are younger than 30 and have more subordinate roles. Stereotypes are common in the ICA commercials, but at the same time they try to twist them to go against norms - for example showing a character with Down syndrome.

The article seeks to explore the common ground between bio-politics, gender, patriotism and war nostalgia. Taking off from the Foucaldian notion of biopolitics as a control apparatus exerted over a population, we provide an insight into the modern construction of Russian nation, where personal and collective sacrifice, traditional femininity and masculinity, orthodox religion andwar become the basis for patriotism. On carefully chosen case studies we will show how the state directly and indirectly regulates peoples lives by producing narratives, which are translated into media discourses and with a core of time create specific “gender norms” – women are seen as fertile mothers giving birth to new soldiers, while men are shown as fighters and defenders of their nation. In the constructed discourses nostalgia for a war plays one of the central roles and becomes a ground of a creation of an idea of a nation as one biological body, where brothers and sisters are united together. In these popular culture narratives people’s bodies become a battlefield of domestic politics. Popular culture hence produces a narrative of a healthy nation to ensure the healthy work- and military force. The authors tackle the above-mentioned aims by conducting visual analysis of several films, where the main characters are women in contrast to the majority of films about war. (Batallion (2015), A zori zdes’ tikhie (2015)).

45. Influencer marketing – ett stockholmssyndrom?

Karlsson, Desirée

University of Gävle, Faculty of Education and Business Studies, Department of Humanities, Media and communication studies.

The mental illness of the population in Sweden has increased significantly since the 1980s and women are the ones who suffer the most. With the growth of social media, a new industry with Social Media Influencers has also established whose purpose is to create a personal brand and thereby influence its target group. This essay has begun to investigate whether young women consider their psychosocial health to be related to Influencer's marketing of status symbols on Instagram. The essay has been conducted through three qualitative interviews with women between 19 and 21 years. The collected empirical data has then been analyzed through a thematic analysis. The result shows that Influencer marketing gives a positive feeling as a role model and thereby makes a positive impact on their psychosocial health. The result, on the other hand, shows that the young women in the study have not reflected significantly on the consumption that Influencers encourages. Something that subsequent research should study further.

The virtual and digital world develops and changes frequently, within recent technology and the ways of using it. A complex phenomenon online with variables which isn’t fully defined in how they should be used or their strengths. One such thing is the use of the virtual and it´s tools in social movements. But there exists a stigmatization about the concept of the virtual. And within it how effective or useful cyberactivism is compared to the physical protest.

This essay will cover and present a certain case of digital activism where it’s specific quality lies in the almost exclusively presence in the virtual world. Where the main goal of the essay is to shed some light on this certain case and bring forth it’s qualities in terms of the virtual, virtual communities and digital activism. To try to explain, provide and create aspects for further research and new theories. The case in question is Nostalrius, a World of Warcraft private server. And their digital protest against the gaming company Blizzard. Where the main goal of their manifesto was to convince Blizzard that there is a big community hankering for a reinstallation of a certain earlier stage of the game World of Warcraft; vanilla. In which Nostalrius community in the end succeeded with their goal.

As it is an already completed case the data was collected through archives from Nostalrius own website and forum as well as their Twitter feed in the form of print screens as well as links. And since the case have taken place online the essay has used and taken the shape of a netnography case study. Where the data was later analyzed in the light of the virtual, virtual communitys and digital activism; to understand its qualities and shape.

Nostalrius activism took the shape of a versatile virtual demonstration which used several different digital and virtual tools to promote their manifesto. And from the data a framework was developed of different qualities which emerged from the case in study. Namely different forms concerning the importance of a well-defined activism structure in the dimensions of: leadership, opponent(s), goal(s), community and context. Where it´s believed that virtual activism will become an even more frequent used method in social movements if carried out in good fashion. And that the integration between the virtual world and the physical will be furthered and hopefully breach the conception where the virtual is viewed as something fake or unreliable.

The influence news media has on society is huge, we most certainly turn to the news media whenever a big event affects us. For the last couple of years critique has been directed towards the news media concerning the coverage of crime and how some cases get special treatment depending on who the perpetrator is. We wanted to investigate if it actually is true that white criminals get described as ‘mentally ill’, while non white criminals are categorized as ‘terrorists’. By focusing on representation, the Attribute framing theory and the Framing theory, we did a multimodal analysis on the Swedish newspapers Aftonbladet's and Dagens Nyheter’s coverage of the events in Trollhättan and at Drottninggatan. Our goal was to distinguish if there actually are any tendencies for special treatment while covering a case and portraying a perpetrator within the news media. With this study, we weren’t able to come to any conclusions, but the study did show that there were some nuances which pointed towards special treatment in the news articles. For instance we discovered that there were some differences in the portraying of the perpetrators; while Rakhmat Akilov was described as the immigrating veil criminal who shared sympathies with ISIS, Anton Lundin Pettersson was portrayed as the shy guy from Sweden who was passionate about metal AND Nazi Germany.

This paper examines film star Leonardo DiCaprio’s rhetorical function as it is manifested within the climate discourse. The analysis is effected with especial focus on two of his films which by this paper are considered particularly relevant considering their productional concurrence with DiCaprio’s year as the UN’s Messenger of peace during which he chose to direct attention toward the climate issue: The revenant (2015) and Before the flood (2016). Both movies are herein considered discourses, likewise semiotic texts.

This analysis is effected with the help of several analytical tools and theoretical perspectives. The research fields of climate communication and celebrity studies are important theoretical views for the study, while the narrative concept of “melodrama” and Lloyd F. Bitzer’s “rhetorical situation” are the most important analytical tools. Also, the western genre and its adherent formation of myths are payed a lot of attention, not least because one of the analyzed movies, The revenant, is a western.

Melodramas, whose rhetorical function is emphasized, is connected to both the climate discourse and the western genre as well as George Lakoff’s thesis of climate communication which shortly and simply boils down to the view that appealing to feelings rather than reason is the most effective way to inform people about global warming. Furthermore, DiCaprio’s persona is discussed in relation to these discourses and concepts.

The analyses of the paper show that the concept of melodrama is central both for the climate discourse and the analyzed movies. And furthermore, that DiCaprio’s function within the climate discourse play into these mentioned aspects as well. Doubts are however raised as to whether this necessarily means that the rhetorical discourses (i.e. the movies), and likewise DiCaprio, succeed in answering their respective situations. The results of the analysis paradoxically suggest that the melodramatic climate discourse, as it is communicated by the two movies, is trumped by other, even more melodramatic discourses.